PERU – Snapchat is a very attractive platform to tell stories that will revolutionize the use of social media in advertising market more closely in a way far different from everything that has already been done, and a social network is more used each day, it is estimated that the network will grow 27.2% this year, and enter the lists of most used social platforms in the world. The estimate is that the number of Snapchat users in United States must overcome Twitters’ users by the end of this year. In Brazil, Chile, Argentina and Mexico it is no different, the application has caused a great excitement for brands and many of them are racing against time to be present in this social network change a very fast change is already occurring.
The possibility the application gives the users to make speeches, jokes, change filters, faces, all this brings an very exciting ecosystem to that audience which not only draws the attention of the younger, but for many people that see themselves bored with the old way to digitally communicate. Unlike Facebook and Twitter, that matured significantly in recent years, with the adoption of a strategy that included virtually almost all ages groups by making these two platforms much more massive.
As we know, the use of digital platforms in advertising is becoming increasingly fragmented, and in the case of Snapchat, in which the audience is predominantly young, it is a good opportunity to create something innovative for them.
We have a clear example of the use of the platform in a simple and creative way which is the one we at Y&R Peru agency is using, we launched a campaign taking advantage of this difference between the other social networks to talk directly with the younger and to attract new young talent for the agency.
The campaign we created shows how to use the Snapchat as a tool for coaching new professionals. The channel is receiving submissions from interested in working at the agency. The concept is completely dynamic as it requires this tool: every day an employee is responsible for managing the account in the Y&R profile where they created movies and took pictures of everyday situations. Parallel to these, lightning moments which will bring exclusive content for the followers of the Snapchat will happen.
The strategy is to invest in the production of content in real time and use the platform as a laboratory, initially to the agency itself, demonstrating in practice with Y&R Peru the intention to use the tool to create new shares for their customers. The actions in Snapchat come with exclusive contents and is one of the first initiatives of the platform use in Latin America that is promoting the use of the application. By now, the agency has already received entries from young people from various countries.
Latin America will be a universe apart to the application, a true enchanted kingdom hidden that will be discovered by brands will gain more and more importance, there certainly is still some resistance from some advertisers, which, as they get to know more about the platform will decrease their fear. Other initiatives in the region with the use of Snapchat have contributed to this to happen in a more disruptive way and on large scale. One of major success cases was the campaign created by cubo.cc for Sprite Brazil that showed the power of the platform.
The text was written by Tito Ribeiro, Head of Social Media in Young & Rubicam Peru
